The UAB has welcomed the 15 students from 11 countries of the Master of Arts on Olympic Studies, who will attend this week the sessions for the teaching module on Olympic Games, media and commercialisation, coordinated by Dr. Emilio Fernández Peña, Director of CEO-UAB.
The faculty, led by Dr. Emilio Fernández Peña (UAB), includes Dr. Miquel de Moragas (UAB) (CEO-UAB Founder), Jose Ramón Díez (television producer of the Opening Ceremony for the host television of the Olympic Games since Sydney to London 2012) and Melinda May, Head of Marketing Services at IOC Television and Marketing.
Since the 1980s, the IOC has established strong links to the world of media and commercialisation. It has developed commercial strategies to protect and sell the brand of Olympic Sport, including, for example, the invention of the TOP programme and the selling of broadcasting rights. The relationship between the Olympic World and those of media and commerce has meant that commercial interests are increasingly taken into consideration in decision-making. Through the sessions, students will learn on the extent to which this presents challenges to traditional IOC policies and Olympic values, by developing an understanding of the influence of media and commercialisation on the Olympic Movement and a critical understanding the commercial and media strategies of the IOC, OCOGs and TOP sponsors. Students will also gain knowledge on the impact of new media on the relationship between the Olympic movement, media, and consumers.
CEO-UAB is a partner in the Master of Arts on Olympic Studies, and international part time programme specialized in Olympic studies. The M.A. is a new international programme in Olympic Studies which just has started its third intake. It is a two year programme organized in six modules of 6 working days each and a thesis. The programme has been developed by a core network of prestigious European universities, including the German Sport University Cologne, University of Mainz, Loughborough University and Autonomous University of Barcelona.